We taught her about doing research and writing great copy that stands out from the hype-y, noisy promises in her crowded market.

Here’s some of the copy on her website. Note how different the tone is from the examples above:

Good copy sounds natural and authentic

Totally natural. Best of all, her approachable copy helped grow her business dramatically:

0-6 months: $33,000

1 year: $85,000

From $0 to $85,000 in sales in 1 year

Outstanding work, Sarah. You see the same warm, friendly tone in all her copy. From her website to her emails.

Now, let’s dig a little deeper. Look beneath the words you see.

In that simple example of BAD COPY vs. GOOD COPY, there is so much going on beneath the surface. Let’s assume you’re a guy who wants to improve his dating skills.

Which one appeals more to you?

Now, what if I told you that the above “bad” examples get way more traffic and newsletter subscribers? How do you explain that?

Finally, what if I told you that, even though the “bad” copy has more traffic and subscribers…Sarah’s “good” business actually generates way more revenue?

How can you explain that?

I’ll tell you.

Most people look at copywriting on the surface. They look at the words and say, “Ugh! That feels so scammy” or “She seems nice.”

That’s like a toddler evaluating a 5-course meal at Per Se.

Real copy is strategic. It determines exactly who you’re targeting, it qualifies them, and it directly leads to business results.

HINT: I JUST DID IT IN THE ABOVE SENTENCE! Do you think some scammy idiot who wants to make money quick is going to keep reading when he sees a sentence like “real copy is strategic”?

No, of course not. That moron just closed this window, deleted all my emails, and went back to his corner of the internet where he can learn about “15 headline examples” and “How to write an ebook on copywriting by writing an ebook on copywriting for people who want to write an ebook on copywriting.” Please die.

In the examples of “bad” vs. “good” copy, think about how her copy attracts/repels certain audiences. Think about the quality of those audiences (very important). Try to trace how that affects business factors like conversion rate and LTV.

If you don’t know what any of this means, I will teach you.

Copy is so much deeper and beautiful than people think. They see the surface. I’ll show you what’s beneath it — and how to write copy so irresistible, people will not be able to stop reading.

It will help you grow your business. It will help bring more people to your birthday party, your dating profile, your proposal at work. Use it as you want — and know that the skill of writing great copy is so powerful, no one can ever take it away from you.